The ARF David Ogilvy Awards

Celebrating the critical role of insights that inspire great advertising

Browse the latest case studies

About the Awards

The ARF David Ogilvy Awards honour extraordinary and/or creative uses of research in the advertising development processes of research firms, advertising agencies, and advertisers. The winning campaigns provide a keen understanding of how research can be used to create powerful, profitable campaigns.

The most recent Awards were announced in October 2020 and the winning papers are available to read here on WARC.

Find out more about the ARF

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Grand Ogilvy

Not A Gun

Courageous Conversation Global Foundation (CCGF): Not A Gun

Brand Courageous Conversation Global Foundation
Agency Goodby Silverstein & Partners
Country United States

CCGF highlighted the implicit racial biases among police officers in the US with its campaign that likened an innocent candy bar to a gun.

The brand created a short film, billboards and print advertisements that juxtaposed the perceived danger to people of color with something as innocent as candy.

CCGF received a 900% increase in training requests and the Austin Police Department began CCGF’s award-winning training protocol.

Selected Gold winners 2020

Bublé vs. bubly

bubly sparkling water (PepsiCo): Bublé vs. bubly

Brand bubly
Agencies R/GA / OMG / OMD New York / Goodby Silverstein & Partners / Golin
Country United States

bubly Sparkling Water expanded its presence within a fast-growing category and unleashed bubly's playful personality on the country's biggest stage.

Dove: Skin Stories

Dove: Skin Stories

Brand Dove
Agencies Ogilvy UK / Mindshare / Kantar
Country United Kingdom

Dove promoted its body wash and celebrated the unique stories that each woman's skin tells.

Pure Leaf: No is Beautiful

Pure Leaf: No is Beautiful

Brand Pure Leaf
Agencies OMD / DDB
Country United States

Pure Leaf increased sales and reduced the pressure to strive for perfection and say 'Yes' to everything.

ESPN: There's No Place Like Sports

ESPN: There's No Place Like Sports

Brand ESPN
Agencies Starcom Worldwide / Arts & Letters
Country United States

ESPN expanded its audience and built an emotional connection with fans through its platform There's No Place Like Sports.

More Gold winners

Bendigo Bank: Better Big Bank

Brand Bendigo Bank
Agency AJF Partnership
Country Australia

Citizens Bank: Made Ready

Brand Citizens' Bank
Agencies Ogilvy & Mather / Mediacom / Kantar Millward Brown
Country United States

Meow Mix: Meow Mix Remix

Brand Meow Mix
Agencies Publicis Group / Ipsos / Directions Research
Country United States

truth: Ditch JUUL

Brand truth
Agencies Crux Research / 72andSunny / Assembly Media
Country United States

Zillow Group: Zillow Offers launch

Brand The Zillow Group
Agencies Lieberman Research / Deutsch Advertising
Country United States

Silver winners

Adobe: r/Layer

Brand Adobe
Agency Kantar
Country United States

Advil: World Looks Different

Brand Advil
Agencies Tribal Worldwide / Kantar / Ipsos / Grey Group
Country United States

Chromebook: It's Switching Time

Brand Google Chromebook
Agency The Magnetic Collective
Country United States

Gatorade Zero: Keep Moving

Brand Gatorade
Agencies TBWA Chiat/Day / OMD
Country United States

Nissan USA: Nissan Ambicultural

Brand Nissan
Agencies TBWA / OMG
Country United States

Petco: BuzzFeed + Petco Nutrition

Brand Petco
Agencies Kantar / Horizon Media / CRONY / Anomaly
Country United States

Riviana Foods: This Rice Unites

Brand Mahatma Rice
Agencies Quester Market Research / Lopez Negrete Communications
Country United States

SEC Network (ESPN): We Love it Here

Brand ESPN SEC Network
Agencies Starcom Worldwide / McKinney
Country United States

Tropicana: Sip Your Sunshine

Brand Tropicana
Agencies Cramer-Krasselt / OMD / MullenLowe US / Kantar / Ipsos / Clark McDowall
Country United States

Talenti: Talenti Layers

Brand Talenti
Agencies Mindshare / Mekanism
Country United States

Youth Suicide Prevention: Seize the Awkward

Brand American Foundation for Suicide Preventation (AFSP) / Ad Council
Agencies The Magnetic Collective / Initiative New York / Droga5
Country United States

Zillow Group: Best of Zillow

Brand The Zillow Group
Agencies Kantar
Country United States

Bronze winners

Ad Council: No one gets a diploma alone

Brand Ad Council
Agencies ThinkNow / NGL Collective
Country United States

ESPN: The Last Dance

Brand ESPN
Agencies The Shop / Starcom Worldwide
Country United States

Herbalife Nutrition: APAC Healthy Breakfast campaign

Brand Herbalife Nutrition
Agency In-house
Country Asia

Jif: That Jif'ing Good

Brand Jif Peanut Butter
Agencies Publicis Group / Ipsos / Directions Research
Country United States

Mastercard: Sonic Melody

Brand Mastercard
Agency In-house
Country Global

truth: Tested on Humans

Brand truth
Agencies 72andSunny / Assembly Media / Crux Research
Country United States